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Determinanten der Markenpersnlichkeit

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Springer Nature
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9783834966254
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Product Description

Die Differenzierung von Marken durch klar profilierte Markenpersnlichkeiten gilt heute als ein zentraler Erfolgsfaktor der Markenfhrung. Karsten Kilian beschreibt relevante Determinanten zur Ausgestaltung und Vernderung der Persnlichkeit von Marken. Am Beispiel von Prominenten und Partnermarken macht er mit Hilfe eines umfassenden Experiments deutlich, welche Transfereffekte sich bei unterschiedlichen hnlichkeitsgraden ergeben. Daneben schliet er eine zentrale Forschungslcke der Markenpersnlichkeitsforschung und prsentiert erstmals einen empirisch validierten Katalog mit 28 Determinanten der Markenpersnlichkeit.

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